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Wednesday, 5 August 2020 - 8:53am

Online sales soar at Superfi as new Nottingham store announced


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Superfi, the HiFi and home cinema specialist with stores in Lincoln and another coming soon to Nottingham, is reporting bumper online sales for its new website as music and film enthusiasts turn to home comforts during the lockdown.

Last week alone saw sales of TVs break the £100k mark.

The family-run business, which has a store on Lincoln’s High Street and one planned for Nottingham’s Alfreton Road later this year, launched its new website during the Covid-19 outbreak to help customers access their audiovisual products and its range of ‘’Smart Homes’’ technology.

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With the likes of John Lewis and Currys forced to close their flagship stores, tech fans have flocked to the new Superfi site, attracted by its shorter lead times, snapping up a wide variety of products from leading brands whilst giving a surprise boost to sales of DVD players.

Director Gary Digva said;

‘It’s no secret that the high street and retail, in general, was already under huge pressure, pre-Covid-19, so the ‘‘experiential’’ approach with superior knowledge and more immersive customer experience was key.

‘Right now, that is now impossible in lockdown so we’ve had to bring that expert advice online through the new website and when you combine that with our faster lead times compared to the larger stores we are performing very well – in fact, we’ve exceeded our own expectations.’

However, with sales soaring online, including a major £10,000 purchase of a top-of-range Panasonic TV by one customer this week, Gary said plans for the new Nottingham store, which will replace the previously closed unit which in the city’s Market Street are pushing ahead;

Although the project has been delayed, Superfi will return to the city on Alfreton Road, after undergoing a £250,000 refurbishment, which includes its own cinema in a state of the art showroom, the only one of its kind in the city.

Gary concludes;

‘We’ve taken what was working well with Superfi in terms of its product offering, expanded the range and added new options for customers seeking a local high-street supplier for a wider range of electrical goods.

‘We will have a particular focus on providing a range of solutions for customers seeking to incorporate smart devices into their homes and are already in talks with major property developers about this.’

Superfi Nottingham is expected to open in early Autumn.

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